In Temkin Group’s previous report on B2B CX best practices, we provide examples of companies using a customer journey map (CJM), which is a critical CX tool. We included this graphic which is valuable for any company, B2B or B2C, that is thinking about using CJMs.

Let’s circle back with the basics, what is a CJM? It’s a representation of the steps and emotional states that a customer goes through during a period of time that may include some interactions with your organization. CJMs are valuable because they help identify how a customer views an organization by putting the interactions with a company in the context of the customer’s broader activities, goals and objectives. The output often includes an easy to understand graphic such as this example I’ve used from Lego for many years:

Here’s an example of a CJM we created to showcase the power of CJMs. Note how…